INSEAD wins two category awards in Case Centre Awards 2017

Horacio Falcão, Senior Affiliate Professor of Decision Sciences and David Dubois, Assistant Professor of Marketing are recognised for their outstanding cases

Middle East, Asia, Europe
27 February 2017

INSEAD, the business school for the world, today announced that it has received two category awards in the Case Centre Awards 2017. In its 27th year, the annual awards celebrate excellence in case writing and teaching at business schools worldwide.  

INSEAD Senior Affiliate Professor of Decision Sciences Horacio Falcão’s case ‘Oxipouco: An Endangered Species Resource Negotiation (A) & (B)’, emerged as the winning case in the Human Resource Management/ Organisational Behaviour category. The two-party negotiation case is framed as an ideal introductory negotiation role-play to raise issues of assumptions, win-win/win-lose, competition/collaboration, interests/positions, single-/multi-issue, positions/options.

I feel blessed to have my case study recognised through this award. We are encouraged to develop more cases when you know that it will have an impact and will benefit so many people. This is why, I believe, most people write cases in order to create a positive learning impact on as many audiences as possible”, said Professor Falcão.

David Dubois, INSEAD Assistant Professor of Marketing, won the Marketing category award for his case ‘Ombre, Tie-dye, Splat Hair: Trends or Fads? ‘Pull’ and ‘Push’ Social Media Strategies at L’Oréal Paris’, co-authored with Katrina Bens. The case highlights the innovative social media strategy implemented by L'Oréal Paris to "listen" to consumers to gather unique insights, developing a product to meet consumer needs, and marketing it through social media channels.

Winning this award means a lot to me and my co-authors – even more so as it was the first marketing case we ever wrote,” said Professor Dubois. “Receiving this accolade comes as a confirmation of the impetus that got us started in the first place: digital and social media strategy is much more than a fad, and there are systematic ways marketing executives can think about using and leveraging online channels to create growth.”   

Timothy Van Zandt, Dean of Faculty and Research, who congratulated the winning faculty members, commented: “I would like to extend my thanks and appreciation to the entire Faculty and Research team who have dedicated their time to develop remarkable cases every year to promote the school’s thought-leadership. This is also a good reflection of the strong trust and collaboration we have with businesses and organisations around the world. It highlights INSEAD’s commitment to develop responsible and thoughtful leaders and to expand the frontiers of knowledge through teaching and research.” 

INSEAD has consistently performed well in the Case Centre Awards and has received a total of 14 Overall Case Awards and more than 60 category awards since the awards inception in 1991. This remains an accomplishment unsurpassed by any other educational institutions around the world.   

For more about this year’s winning cases: 

Oxipouco – An Endangered Species Resource Negotiation (A): SuperPharma & Oxipouco – An Endangered Species Resource Negotiation (B): PharmaCaring – Horacio Falcão, Senior Affiliate Professor of Decision Sciences – INSEAD 

Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris – David Dubois, Assistant Professor of Marketing, and Katrina Bens – INSEAD 

For more information about INSEAD’s case publishing and prize winning cases: 

INSEAD Cases with Dedicated Websites (include video interviews and other support materials)

• INSEAD Award Winning & Best Selling Cases

About INSEAD, The Business School for the World

As one of the world's leading and largest graduate business schools, INSEAD brings together people, cultures and ideas to change lives and to transform organisations. A global perspective and cultural diversity are reflected in all aspects of our research and teaching.

With campuses in Europe (France), Asia (Singapore) and the Middle East (Abu Dhabi), INSEAD's business education and research spans three continents. The school's 145 renowned Faculty members from 40 countries inspire more than 1,400 degree participants annually in its MBAExecutive MBAExecutive Master in FinanceExecutive Master in Consulting and Coaching for Change and PhD programmes. In addition, more than 11,000 executives participate in INSEAD's executive education programmes each year.

In addition to INSEAD's programmes on its three campuses, INSEAD participates in academic partnerships with the Wharton School of the University of Pennsylvania (Philadelphia & San Francisco); the Kellogg School of Management at Northwestern University near Chicago; the Johns Hopkins University/SAIS in Washington DC and the Teachers College at Columbia University in New York; and MIT Sloan School of Management in Cambridge, Massachusetts. In Asia, INSEAD partners with School of Economics and Management at Tsinghua University in Beijing, and China Europe International Business School (CEIBS) in Shanghai. INSEAD is a founding member in the multidisciplinary Sorbonne University created in 2012, and also partners with Fundação Dom Cabral in Brazil.

INSEAD became a pioneer of international business education with the graduation of the first MBA class on the Fontainebleau campus in Europe in 1960. In 2000, INSEAD opened its Asia campus in Singapore. And in 2007 the school began an association in the Middle East, officially opening the Abu Dhabi campus in 2010.

Around the world and over the decades, INSEAD continues to conduct cutting edge research and to innovate across all its programmes to provide business leaders with the knowledge and sensitivity to operate anywhere. These core values have enabled INSEAD to become truly "The Business School for the World".

INSEAD’s MBA programme is ranked #1 by the Financial Times in 2016 and 2017.

Contacts for press


Sophie Badré
Tel: +33 1 60 72 45 26

Julia Irrgang
Tel +33 1 60 72 93 34


Sophie Badré
Tel: +33 1 60 72 45 26

Aileen Huang
Tel: +65 6799 5552

Cheryl Ng
Tel: +65 6407 7234

Middle East

Middle East
Zeina Sleiman
Tel + 971 2 6515320

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